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Metroland Media begins Local Matters campaign

Metroland Media Group of Toronto has begun a new advertising campaign called "Local Matters" focusing on its coverage of local news. The campaign, developed by The Garden, uses recent stories from Metroland properties to illustrate the effectiveness of local print and digital media. The initiative also draws on research conducted by BrandSpark which found that community newspapers were the most trusted source of advertising among 88% of respondents. The effort is aimed at marketing and business decision-makers. It consists of print and digital advertising in trade and mainstream publications, as well as radio advertising in Ontario. This is the first campaign The Garden ​has developed for Metroland since being hired earlier this year.​

"It's not a surprise that community media has reach," said Michelle Digulla, vice­president of marketing at Metroland Media. "Our papers are delivered to more than 76% of households in Ontario. But the BrandSpark research demonstrates the degree to which community media is trusted, engaging and motivating. The intention with this new campaign is to creatively use this data to help marketers look again at the role community media can play in their marketing plans."

In related news, Craft Public Relations​ has been retained by the Metroland as its PR agency of record. The firm will provide support for this campaign.